NEW YORK — Procter & Gamble sought to squelch allegations that some of its top-selling diapers are causing chemical burns, describing assertions in a lawsuit against the firm as "completely false."
The Cincinnati, Ohio firm is battling a lawsuit and a vigorous Facebook campaign over accusations its "Drymax" equipped Pampers contain harmful chemicals.
"Our hearts go out to any mom and dad whose babies suffer from diaper rash," said P&G spokesman Bryan McCleary on Friday. "We have great sympathy."
But he added "the claims made in this lawsuit are completely false."
That is disputed by angry parents who have posted photos on the social networking website, purportedly showing their children with skin rashes caused by the Pampers Cruisers and Swaddlers diapers, which went on sale in the United States and Canada in March.
One Facebook page had garnered 7,323 members by Friday evening, asking "how do we now get rid of this rash/chemical burn."
"Two billion Drymax have been sold," said McCleary. "America has voted with their purchases.
"We saw a big increase in sales, a big increase in consumer acceptance... they will be appearing in other Pampers markets soon."
He said complaints about the diapers were not above normal levels of one per five million sold.
The Consumer Product Safety Commission, which is investigating the claims, said it was speeding its probe, which began this month.
"We're working on a very expedited timeline, we have the same sense of urgency that the firm and the parents have," said spokesman Scott Wolfons.
"The safety of babies is at the heart of the mission of the agency."
Procter's baby products represent around 14 billion dollars in sales each year.
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